"Malaysia Airlines practices open storefront concept, and we are proud to have Firefly Holiday – our very own subsidiary in providing an innovative approach in flight and holiday bookings. Customers experience has always been our top most priority, this new innovation will offer our customers the convenience of hassle free bookings," said Bernard Francis at the launch event today.

The portal launch was attended by the media, online travel portals and also travel bloggers at the Boulevard Hotel, Mid Valley Kuala Lumpur.

"Firefly Holiday has come a long way since its inception. It started with offering packages only to Firefly destinations about two years ago and now it is fully equipped to offer holiday packages to more than 100 Malaysia Airlines worldwide destinations. This will certainly spur positive growth towards Malaysia Airlines' passengers reach. We are very confident that with Firefly Holiday's new innovative distribution method of Malaysia Airlines flights, inbound travellers into Malaysia will also see a significant growth," said Bernard Francis.

"The ability to offer customers the option to book MAS flights on Firefly Holiday will expand both Malaysia Airlines and Firefly's reach to millions of visitors worldwide. Customers will now have a variety of over 50,000 hotels to select from, with reliable and efficient ground and tour arrangements to plan a hassle-free holiday," added Bernard.

In a Press Conference today, Ms Lau Yin May, Head of Firefly Holiday said that customers are given full flexibility to customize and select their preferred flight timings, hotels and complement their holiday with optional transfers and tours. It has literally a Do-It-Yourself (DIY) capability to suit everybody's holiday needs. Firefly Holiday has proven to be convenient and reliable, offering value-for-money packages since it was set up two years ago.

"With the offerings of Malaysia Airlines destinations worldwide, we are looking at our bookings to be more than double this year. We will now aggressively tap markets that were not within our service offerings radar then. It is time for Firefly Holiday to go International," she added.